In The Face Of The Current Maternal And Child Market In China, How To Reconstruct Mother To Child Retail?

China's mother infant market has entered a new stage, and consumer behavior and consumption concept have undergone fundamental changes.

Compared to the past, they have become more focused on experiential consumption, and demand is becoming diversified and personalized. The single channel mode is more and more difficult to meet the new generation of parents.

So we see that in this 3 trillion yuan market, mother and baby retailers continue to break the original rules of the game, online or offline game or integration forward.

But at present, there are few channels to truly achieve full access.

The king of children born in the 2009 year of the year is a low-key and alternative existence.

You can't classify it as a traditional mother to child retailer under the line, nor can it be regarded as the mother and baby business on the stage.

According to their own words, the location of child king is "a big data company running customer relations" rather than a commodity.

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It catches the window period of retail pformation and upgrading, and opens new flowers in the Internet soil.

It is understood that 2016 is the most important year in the development of child king.

This year, its technology research and development team developed to more than 300 people, basically completed the digital pformation. This year, it speeded up the city, opened the store 66 stores, and basically completed the layout of the important cities nationwide. This year, it strengthened the integration of capital and resources, completed the $100 million C round of financing in September, and officially landed on the new third board in December, and its market value exceeded 140 billion yuan.

This year, child Wang focuses his attention on building a new business development mode of "relationship, scene and content".

Three relationship management

It is learned that at present, there are 200 direct stores in more than 100 cities across the country (all open in the middle and high-end shopping centers), each shop is a large shop of 3000-5000 square meters, of which the area of 1/3 is sold, and the area of 1/3 is the interactive place (such as the new mother class, the baby climbing competition, the children's playground, etc.), and the area of 1/3 is also leased to the related baby industry partners (such as early education, English, swimming, etc.).

Children Wang CTO, he Hui said, "our store is not a retail store in the usual sense, but a one-stop shopping and entertainment place for Chinese new families (a family from the beginning of a baby to be called a new family).

We do not regard ourselves as a company selling goods, but rather a big data company that manages customer relationships.

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It is reported that the child Wang summed up his business relationship into three categories: the relationship between members and commodities, the relationship between members and childcare consultants, and the relationship between members and members.

Reshaping the relationship between a member and a commodity is to match the goods from the real user needs.

The children Wang company emphasizes the accurate data mining and data relationship mining.

"We have set up a special member management department, which is called the member center, which is responsible for analyzing the members' characteristics on the existing data. For example, why did a member buy milk powder why he didn't buy paper urine? Why did he come to our activities, but he didn't buy anything.

By collecting data from users, you can even clearly know which people need at that time.

"He talks about it.

The relationship between members and child care advisers is a distinctive feature of child king.

According to its introduction, the child Wang has a total of 5000 children in the country.

Each consultant corresponds to a certain number of customers to answer any questions about child care at any time, and organize activities on holidays.

Through the power of this consultant culture, the kid Wang turned the customer into a more viscous fan.

The relationship between members and members is constructed through the community (including online and offline).

It is understood that every child shop every year will organize 1000 activities, the store will become a place for children and mothers to socialize.

For example, children's activities are arranged regularly in playgrounds, and children are divided into classes so that they can form some kind of social relationship here. They can meet each other for the next time.

There are also mother's flower arranging classes and cooking classes that form a social relationship between mothers.

On the Internet, the child has an interactive platform, a circle of pregnant mothers and the community of Mommy, which can be used for communication and communication.

By operating these three relationships, the child king has built himself into a service platform to solve the users' needs for commodities, child care knowledge, entertainment and social interaction.

Use scenarios and content to form connections.

"Today, all our businesses are in a certain scenario.

For example, at weekends, families may go out for leisure or visit shopping centers, and he may take part in some interactive activities to produce some entertainment consumption.

For example, when a child falls asleep at night, she takes out her cell phone to see if there is anything that children need to buy, or to communicate with other mothers.

He Hui pointed out.

At this time, the child king needs to implant contact points with customers, including stores, APP, childcare consultants, offline activities, communities, etc.

"In a certain way, it forms some connection with members, and the process of connection forms the interaction between users and children, and the interaction process forms a solid relationship."

At the same time, content is also part of Wang Zheng's increased investment.

He Hui said that many scenes need content to fill, for example, children need to listen to stories when they grow up. The kid Wang has developed his own IP called "Bei Bei elder sister tells a story".

In order to enhance the depth of original content, child king's parenting expert has achieved 24 hours online, and has continuously output the content of parenting through online forums.

In addition, knowledge base on the platform, gestational tools, community, membership questions and answers are all producing content.

The consumption demand stimulated by these contents is not only commodity, but also various services, such as lactation, embryo management, child massage, pregnant mother care, Yuesao and so on.

King of children played the role of linking members and content, linking members and services.

It is reported that at present, the children's platform can produce more than 1500 consultation on child rearing problems, and the cumulative number of answers is more than 10 tens of thousands of times.

Platform will also improve the mechanism through the answer audit, establish a scenario knowledge base to nurture child care consultants.

Parenting customers are just one of the effective contacts to recommend goods and services to users.

He Hui told reporters that the children's GMV in 2016 was about 5 billion yuan, and this year's paction volume is estimated at around 10 billion yuan. In the past few years, the number of stores in the past few years is more than 50%, and the compound growth rate exceeds 100%.

Revenue comes from commodity trading, and more than 15% gross profit comes from other value-added services and virtual products.

Under the premise of rapid development and massive investment, the child Wang has achieved overall profit this year, earning more than ten million per month.

He pointed out that the way children seek growth is not blindly expanding the category and widening user groups, but focusing on mother and baby groups, elongating the service cycle, increasing the virtual products of services, and paying attention to the whole process of child rearing.

"The growth of children is the consumption of diapers and milk powder. The most expensive part is education, learning piano, learning English, learning weiqi, learning painting, learning dance and so on. Then we will provide a platform to integrate excellent educational resources and service brands.

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Building digital high-rise buildings

It is worth noting that children's relationship, scene and content construction are all based on digitization.

After digitalization of resources, resources and processes can be regrouped to form new experiences, while precision based on big data is the catalyst and productive force for forming stable relations.

It is affirmative to continue to increase the basic part of digitalization.

Today, we basically have digitized the resources that can be digitized in the whole operation system of child king.

System construction is divided into pre -, middle and backstage, and the basic communication system and big data platform are planned and implemented step by step.

"Ho ho Hui said that the child king's commodity system, inventory system, order system, consultant system constituted a cloud cluster system, and the system through dialogue and interface to interact.

In this way, data are interlinked, users are interlinked, and services are always online.

When a customer enters a store, her exclusive consultant will be able to know in time. Customers can scan the stores for more information, and customers will be reminded to evaluate the goods and services on APP.

Child king does not emphasize online or offline, but sees the whole channel.

He Hui said that since the beginning of this year, the child king has set up a full channel department, including a full channel member center, a full channel Commodity Center, a full channel operation center, a full channel marketing center and a full channel technology center.

In addition to stores, online stores, App and WeChat mall, parenting consultants are also a way to personification.

All channels operate in a system.

As children Wang CTO, he Hui pointed out that there are two key points in the digital pformation of Retailers:

From a technical point of view, today's system is different from the traditional ERP system. It is an Internet distributed architecture, and the input of R & D personnel and resources will be relatively large.

This is difficult for ordinary traditional enterprises to change, because traditional enterprises use the commercialized system to solve the back-end management problems, and the commercialized system is a standardized thing, relatively speaking, the cost is relatively low.

In addition, such a system needs a strong application architecture capability.

"Digitalization" is a continuous iterative process. It is not that the system has been fixed. It may be like this today, and tomorrow will be adjusted to another.

In the face of complex needs and business status, people with the ability of architecture should explore here and form relatively stable things.

But a lot of retail enterprises are often today, a group of people, over two days and a group of people, if not designed at the beginning, every time they overturn the heavy burden, it will be a great loss.

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Next, imagine: intelligence + Internet of things.

The kid king is very sure that he has to go all the way to digitization.

But after digitalization?

He Hui said, "all enterprises should be science and technology enterprises today. Their systems should be cloud based systems.

Every cloud system of child king will be implanted with big data and AI capability with technology development. Combined with the Internet of things, it will have the ability of self learning and upgrading.

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For example, the customer service part of artificial intelligence is added to the childcare consultancy service, and the automation algorithm is added to the commodity display. According to the level of each member and the consumption situation of its children in the king's shop, the personalized marketing is made, and the system is automatically priced, and the price that everyone sees is different, and the images seen are different.

In the future, all rules will be implemented by socialized resources driven by big data +AI, and all emotional and interactive parts will be implemented by parenting consultant representatives.

"We also hope that more intelligent hardware will play a role in the store scenario.

The chip is embedded in the hardware, and the cloud system can be accessed.

When customers arrive at the store, we can identify him by camera, smart bracelet or other hardware devices, know who he is and what his preferences are, then make recommendations for him.

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In addition, the shelves are induced to pick up the merchandise, and then the big screen automatically presents the merchandise related comment data. Children can brush their faces into the playground, brush their faces, start the rocking car, and so on. These cloud systems combine with intelligent hardware to form a new experience, all in the mind of children's Wang.

"Intelligence +"

The development has led to new changes in the digital world, which affects the physical world and forms new species.

I believe we can see that in the near future.

Ho Hui concluded.

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